Customers don’t just buy a product — they switch from something else. And customers don’t just leave a product — they switch to something else.

The first workshop sold out in just 5 days, so if you‘d like to attend, register now.
It’s in these switching moments that the deepest customer insights can be found. On the 2nd of November, a select group of 24 people will attend a unique, hands-on, full-day workshop to learn about “The Switch”.

Most businesses don’t know the real reasons why people switch to — or from — their products. We’ll teach you how to find out.

The workshop will be at the 37signals office in Chicago. The cost to attend is $1000. The workshop will be led by 37signals and The Rewired Group.

You’ll participate in live customer interviews.

You’ll learn new techniques for unearthing the deep insights that most companies never bother to dig up.

You’ll understand why people switch from one product to another and how you can increase the odds that the switch goes your way.

And you’ll be able to put everything you learned to immediate use.

There’s only one simple requirement: You’ll be asked to bring something with you. It won’t be a big deal. Details will be provided one week before the workshop.

Spots are limited. Only 24 people will be able to attend and participate. Want to be one of the 24? Register now. We will see you on November 2.

George M.

This is a very very interesting idea. So many SASS catagories have been multiple competing webapps (accounting or project managment for instance)—switching for MVP feels like a worthwhile strategy.

Would like hear more on your thoughts guys!

JF

on 15 Oct 12

George: Because this isn’t what The Starter League currently teaches. The Starter League teaches Rails, HTML/CSS, and User Experience Design. Further, The Starter League classes are taught on a quarterly system, while this particular workshop is one day. Entirely different topics and teaching methods.

George M.

on 15 Oct 12

@JF

“Further, The Starter League classes are taught on a quarterly system, while this particular workshop is one day.”

That statement just plain sounds like your unwillingness to be flexible, because it doesn’t fix the “typical” schedule already in place.

That’s really sad to hear, given how much you preach about being flexible and providing a great customer acquisition experience (e.g. Nuts.com great experience, and many-many more..)

This doesn’t provide any of that.

Maybe that should be lesson #1 of this class. Just a thought.

Alex

on 15 Oct 12

Would these be relevant for offline/local business (e.g. real estate) or is this only relevant for online?

JF

on 15 Oct 12

Alex: Highly relevant for offline/local. One of the teachers used to sell houses, in fact. That’s where he learned many of these lessons.

Phil C.

on 15 Oct 12

I actually went to the last seminar, and would gladly bring my entire marketing and product teams to do it again if I could.

What you’ll learn: a simple way of interviewing your customers and clients that will yield insight into what really matters to them.

(Importantly, you’ll learn what actually matters to them, not what they say matters, which are two different things entirely. This style of interviewing clients focuses on their actual behaviors and decisions, not on their after-the-fact rationalizations for those decisions or on what they would do in hypothetical situations, as focus groups - and even feature requests - often do.)

With that insight, you can then engineer specific solutions to the real, felt problems your customers are looking to solve—and willing to spend their hard earned money to address.

Rewired is doing this with some of the largest brands in the world already. Tech companies have some ground to make up in this department.

But to Alex: it would be equally valuable for offline businesses. In fact, one of the best case studies we learned about was a hilariously counter-intuitive story of a real estate developer using this technique to increase its sales 20% while the rest of the market plummeted 60%. And making its clients happier in the process. I’d be shocked if they didn’t share that exact case study again, because it’s a classic.

In short, this is like usability testing for marketers. Or marketing for engineers, as one person put it. If you like testing, you’ll love this. If you like winging it with your marketing or taking a more intuitive or purely creative approach, you won’t.

Roger W.

on 16 Oct 12

Jason . . . would this be good for someone offering a service like software training?

JF

on 16 Oct 12

Roger: Definitely. This is for anyone who wants to understand their customers’ motivations at a much deeper level. If you sell anything, these interview techniques will be very useful.

DB

on 16 Oct 12

They irony in how many people are confused in what this workshop is for and why they should pay for it … given the topic of the class being taught, doesn’t escape me.

Sara Tinker

on 16 Oct 12

DB, LMAO!

Roger W.

on 16 Oct 12

I asked one of the questions not about “what is this workshop is for” but if the workshop would be good for a service business! JF answered it very directly “Definitely”. As far as the price . . . you have a chose, if it is too much for you then don’t attend! Don’t understand why anyone would think it is funny????

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on 21 Oct 12

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